Ad Price Index Quarterly Q3 08
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PubMatic AdPrice Index Quarterly Report | Q3 2008
An Industry Report on Digital Ad Pricing October 2008
Table of Contents About PubMatic 2 About the AdPrice Index Quarterly Report 3 Segment Definitions 4 Key Differences From Other Market Reports 5 Executive Summary 6 Key Takeaways 7 Website AdPrice Averages by Size 8 - 12 Website AdPrice Averages by Vertical 13 - 19 Appendix 20 - 21
PubMatic AdPrice Index Quarterly Report | Q3 2008
About PubMatic PubMatic specializes in Ad Revenue Optimization. We provide online publishers with real-time ad optimization, which significantly increases revenue while simplifying ad network management. PubMatic is powered by Advertising Intelligence (AI), our constantly improving algorithms that use over 50 targeting parameters to optimize every ad impression. PubMatic works with over 5,000 online publishers and hundreds of leading ad networks and has created thousands of new publisher/ad network relationships. PubMatic is a service of Komli and is venture backed by Draper Fisher Jurvetson, Nexus India Capital, and Helion Ventures For more information, please visit PubMatic.com.
PubMatic AdPrice Index Quarterly Report | Q3 2008
About the PubMatic Quarterly AdPrice Index If you would like to receive notice of when the latest PubMatic AdPrice Index Quarterly Report is released please sign up at www.PubMatic.com/AdPriceIndex/. The PubMatic AdPrice Index is a quarterly survey comprised of over 5,000 Web sites, approximately 85 percent of which are based in the US. The PubMatic AdPrice Index is prepared by leading independent statisticians and industry experts: Albert Madansky, Ph.D., H.G.B. Alexander Professor Emeritus of Business Administration at the University of Chicago Graduate School of Business and recipient of the 2005 American Statistical Association Founders Award, and Michele Madansky, Ph.D., a media and market research consultant and former VP of Global Market Research for Yahoo! The pricing data reflects net publisher monetization via ad networks and excludes ad networks' share of ad spends as well as inventory sold directly by publishers to ad agencies or advertisers. The pricing data is not representative of the performance of any particular ad network.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website Segment Definitions Small website segment: Less than 1 million page views per month. Medium website segment: Between 1 million and 100 million page views per month. Large website segment: Over 100 million page views per month. Aggregate Index: Data for All Web sites is computed using a weighting of 65 percent large websites, 20 percent Medium websites, and 15 percent Small websites based on an estimate of overall traffic in the online publishing market
PubMatic AdPrice Index Quarterly Report | Q3 2008
Key Differences From Other Market Reports Our report is focused on display advertising, whereas other reports often include several online advertising categories such as search, display, video, rich media, and email. Our data reflects the advertising that is sold through ad networks, whereas advertising sold through a publisher’s own sales team is often valued at higher price points than is reflected in this report.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Executive Summary Ad Pricing for display advertising is trending downwards - not terribly dramatically overall in terms of percentages, but consistently, and across nearly all categories, by size and vertical. This is true from last quarter and from last year. This could be related to a number of reasons that PubMatic can’t speculate on as we are neither analysts nor a research company. Potential factors include seasonality, the general slowdown in the economy, or how marketing managers choose to spend their advertising budgets. In the near term, the display ad market could move in several directions: pricing could continue to move down consistent with overall economic activity, or the transparency and value of online ad campaigns could be the driving factor that accelerates the shift of advertising dollars online earlier than expected.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Key Takeaways
• Throughout the year, display advertising pricing
has generally trended downwards across website sizes and verticals
• All categories moved down from last quarter, with the exception of Technology which stayed flat
•Social Networks is still the lowest priced category with Sports a close second, coming in at 21 cents and 25 cents, respectively
• Entertainment had the most significant drop of all verticals, dropping 42% from 57 cents in Q1 08 to 33 cents in Q3 08
• The value of ad inventory for Small sized
websites was more than triple the value of Large sized websites in Q3 08, with values of 61 cents and 18 cents, respectively
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Q3 08’s average ad price of 27 cents is a 27% drop from Q1’s price of 37 cents and a 21% drop from Q2’s price of 34 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • In Q3 of 2008, the value of ad inventory on Small websites was more than triple that of Large sites Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Large site are down 5% from last quarter, going from 19 cents to 18 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Medium sites are down 28% from Q2 08, dropping from 43 cents to 31 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Small sites are down 29% from Q2 08, dropping from 86 cents to 61 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Entertainment sites are down 27% from Q2 08, dropping from 45 cents to 33 cents • Entertainment sites are down 42% from Q1 08, dropping from 57 cents to 33 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Business and Finance sites are down 22% from Q2 08, dropping from $1.10 to 86 cents • Business and Finance sites had no change in pricing from Q1 of 2008 to Q2 of 2008 Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Gaming sites are down 26% from Q2 08, dropping from 65 cents to 48 cents • Gaming sites are down 34% from Q1 08, going down from 73 cents to 48 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • News sites are down 36% from Q2 08, dropping from 56 cents to 36 cents • News sites are at the same price from Q1 of 2008 Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Social networks are down 22% from Q2 08, dropping from 27 cents to 21 cents • Social networks are down 16% from Q1 08, going down from 25 cents to 21 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Sports sites are down 14% from Q2 08, dropping from 29 cents to 25 cents • Sports sites are down 26% from Q1 of 2008, going down from 34 cents to 25 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Technology had no change in pricing from Q2 2008 to Q3 2008 • Technology sites are down 25% from Q1 of 2008, going down from 76 cents to 57 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Appendix PubMatic Management Team Amar Goel, Founder and CEO Rajeev Goel, Co-Founder and President Mukul Kumar, VP of Engineering and Founding Engineer Jon Burke, Senior Director of Publisher Development Jeanne Houweling, Vice President, Business Development & Media Sales Public Relations For questions on the PubMatic AdPrice Quarterly Report, or for speaking and press inquires, please contact Ben Billingsley of the Horn Group. [email protected]
PubMatic AdPrice Index Quarterly Report | Q3 2008
Appendix Publisher and Ad Network Inquiries If you represent an online publisher or ad network and you are interested in working with PubMatic, please contact us directly. Publisher contact: Jon Burke, Sr. Director of Publisher Development [email protected] Ad network contact: Jeanne Houweling, Vice President, Business Development & Media Sales [email protected] Address 706 Cowper St. Lower Ground Floor Palo Alto, CA 94301 USA
PubMatic AdPrice Index Quarterly Report | Q3 2008
An Industry Report on Digital Ad Pricing October 2008
Table of Contents About PubMatic 2 About the AdPrice Index Quarterly Report 3 Segment Definitions 4 Key Differences From Other Market Reports 5 Executive Summary 6 Key Takeaways 7 Website AdPrice Averages by Size 8 - 12 Website AdPrice Averages by Vertical 13 - 19 Appendix 20 - 21
PubMatic AdPrice Index Quarterly Report | Q3 2008
About PubMatic PubMatic specializes in Ad Revenue Optimization. We provide online publishers with real-time ad optimization, which significantly increases revenue while simplifying ad network management. PubMatic is powered by Advertising Intelligence (AI), our constantly improving algorithms that use over 50 targeting parameters to optimize every ad impression. PubMatic works with over 5,000 online publishers and hundreds of leading ad networks and has created thousands of new publisher/ad network relationships. PubMatic is a service of Komli and is venture backed by Draper Fisher Jurvetson, Nexus India Capital, and Helion Ventures For more information, please visit PubMatic.com.
PubMatic AdPrice Index Quarterly Report | Q3 2008
About the PubMatic Quarterly AdPrice Index If you would like to receive notice of when the latest PubMatic AdPrice Index Quarterly Report is released please sign up at www.PubMatic.com/AdPriceIndex/. The PubMatic AdPrice Index is a quarterly survey comprised of over 5,000 Web sites, approximately 85 percent of which are based in the US. The PubMatic AdPrice Index is prepared by leading independent statisticians and industry experts: Albert Madansky, Ph.D., H.G.B. Alexander Professor Emeritus of Business Administration at the University of Chicago Graduate School of Business and recipient of the 2005 American Statistical Association Founders Award, and Michele Madansky, Ph.D., a media and market research consultant and former VP of Global Market Research for Yahoo! The pricing data reflects net publisher monetization via ad networks and excludes ad networks' share of ad spends as well as inventory sold directly by publishers to ad agencies or advertisers. The pricing data is not representative of the performance of any particular ad network.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website Segment Definitions Small website segment: Less than 1 million page views per month. Medium website segment: Between 1 million and 100 million page views per month. Large website segment: Over 100 million page views per month. Aggregate Index: Data for All Web sites is computed using a weighting of 65 percent large websites, 20 percent Medium websites, and 15 percent Small websites based on an estimate of overall traffic in the online publishing market
PubMatic AdPrice Index Quarterly Report | Q3 2008
Key Differences From Other Market Reports Our report is focused on display advertising, whereas other reports often include several online advertising categories such as search, display, video, rich media, and email. Our data reflects the advertising that is sold through ad networks, whereas advertising sold through a publisher’s own sales team is often valued at higher price points than is reflected in this report.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Executive Summary Ad Pricing for display advertising is trending downwards - not terribly dramatically overall in terms of percentages, but consistently, and across nearly all categories, by size and vertical. This is true from last quarter and from last year. This could be related to a number of reasons that PubMatic can’t speculate on as we are neither analysts nor a research company. Potential factors include seasonality, the general slowdown in the economy, or how marketing managers choose to spend their advertising budgets. In the near term, the display ad market could move in several directions: pricing could continue to move down consistent with overall economic activity, or the transparency and value of online ad campaigns could be the driving factor that accelerates the shift of advertising dollars online earlier than expected.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Key Takeaways
• Throughout the year, display advertising pricing
has generally trended downwards across website sizes and verticals
• All categories moved down from last quarter, with the exception of Technology which stayed flat
•Social Networks is still the lowest priced category with Sports a close second, coming in at 21 cents and 25 cents, respectively
• Entertainment had the most significant drop of all verticals, dropping 42% from 57 cents in Q1 08 to 33 cents in Q3 08
• The value of ad inventory for Small sized
websites was more than triple the value of Large sized websites in Q3 08, with values of 61 cents and 18 cents, respectively
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Q3 08’s average ad price of 27 cents is a 27% drop from Q1’s price of 37 cents and a 21% drop from Q2’s price of 34 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • In Q3 of 2008, the value of ad inventory on Small websites was more than triple that of Large sites Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Large site are down 5% from last quarter, going from 19 cents to 18 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month.
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Medium sites are down 28% from Q2 08, dropping from 43 cents to 31 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Size
Key Finding • Small sites are down 29% from Q2 08, dropping from 86 cents to 61 cents Definitions • Price reflects eCPM • Small sites are less than 1 million page views per month, Medium sites between 1 million and 100 million page views per month and Large sites are over 100 million page views per month
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Entertainment sites are down 27% from Q2 08, dropping from 45 cents to 33 cents • Entertainment sites are down 42% from Q1 08, dropping from 57 cents to 33 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Business and Finance sites are down 22% from Q2 08, dropping from $1.10 to 86 cents • Business and Finance sites had no change in pricing from Q1 of 2008 to Q2 of 2008 Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Gaming sites are down 26% from Q2 08, dropping from 65 cents to 48 cents • Gaming sites are down 34% from Q1 08, going down from 73 cents to 48 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • News sites are down 36% from Q2 08, dropping from 56 cents to 36 cents • News sites are at the same price from Q1 of 2008 Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Social networks are down 22% from Q2 08, dropping from 27 cents to 21 cents • Social networks are down 16% from Q1 08, going down from 25 cents to 21 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Sports sites are down 14% from Q2 08, dropping from 29 cents to 25 cents • Sports sites are down 26% from Q1 of 2008, going down from 34 cents to 25 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Website AdPrice Averages by Vertical
Key Findings • Technology had no change in pricing from Q2 2008 to Q3 2008 • Technology sites are down 25% from Q1 of 2008, going down from 76 cents to 57 cents Definitions • Price reflects eCPM
PubMatic AdPrice Index Quarterly Report | Q3 2008
Appendix PubMatic Management Team Amar Goel, Founder and CEO Rajeev Goel, Co-Founder and President Mukul Kumar, VP of Engineering and Founding Engineer Jon Burke, Senior Director of Publisher Development Jeanne Houweling, Vice President, Business Development & Media Sales Public Relations For questions on the PubMatic AdPrice Quarterly Report, or for speaking and press inquires, please contact Ben Billingsley of the Horn Group. [email protected]
PubMatic AdPrice Index Quarterly Report | Q3 2008
Appendix Publisher and Ad Network Inquiries If you represent an online publisher or ad network and you are interested in working with PubMatic, please contact us directly. Publisher contact: Jon Burke, Sr. Director of Publisher Development [email protected] Ad network contact: Jeanne Houweling, Vice President, Business Development & Media Sales [email protected] Address 706 Cowper St. Lower Ground Floor Palo Alto, CA 94301 USA
PubMatic AdPrice Index Quarterly Report | Q3 2008
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